What’s behind the rise of flavored whiskey?
REPORT
18 Jul 2024
What’s behind the rise of flavored whiskey?

Whiskeys that taste like cinnamon, apple, honey, tropical fruit, cold brew, cookie dough, and even peanut butter have proliferated in the 2020s, gaining serious popularity with consumers – particularly young ones. But what’s driving this flavorful trend, and how can brands tap into it?

Kara Newman

Kara Newman reviews spirits for Wine Enthusiast, where she’s a writer-at-large covering cocktails, spirits, and bar culture, from Cuban rum to the world’s tiniest two-seat bar. Her work also appears in publications including Afar, Bloomberg Pursuits, Food & Wine, PUNCH, and The Wall Street Journal. She’s the author of seven cocktail books.

Steven Yeng

Steven Yeng is the co-founder of Skrewball Whiskey, the original peanut butter whiskey. A polio victim at just one year old, Yeng’s right leg became paralyzed. With the hopes of getting him the medical attention he needed, his family fled Cambodia to a refugee camp in Thailand until coming to America. Once they arrived, they received care packages with nutrient-dense foods including peanut butter – something he signifies as one of his first “tastes of freedom.” Years later, Yeng took his favorite American classics – peanut butter and whiskey – and created a highly popular shot that became a signature of his then-bar in Ocean Beach, California. It would one day become what the world knows now as Skrewball Whiskey.

Devra Ferst

Devra Ferst is a food and travel writer based in New York City. Her work has appeared in The New York Times, Bon Appetit, Eater, Vogue, and numerous other publications. She is the co-author of The Jewish Holiday Table: A World of Recipes, Traditions & Stories to Celebrate All Year Long.